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Heineken launches global brand campaign
From the AdVantage archive. This report was published on this domain when AdVantage covered the South African media, marketing and advertising industry as a monthly title. It is kept online for reference and has not been updated; people, prices and companies named in it have moved on.
With their latest campaign, Heineken has introduced an enhanced packaging range in South Africa along with a new TVC.
In the ad, Heineken recognises the legend in all its consumers. A man who drinks Heineken is a man of the world who wants to progress in life. He is also resourceful, full of self-confidence and open-minded.
The first instalment of the new ‘Legends” campaign is ‘The Entrance” which shows in a witty manner the ultimate ‘grand entrance’. Doors swing open to the hero who is a stylishly dressed, a suave man of the world. He charms his way past a coterie of colourful characters including a gun slinging oil baron and a kung-fu assassin.
Interesting facts:
- Award-winning director, Fredrik Bond, directed ‘The Entrance’.
- Production company: Sonny London
- Over 4 million people globally watched films within three weeks of ‘The Entrance” being seeded on line across all social networks including YouTube and Heinekens’ Facebook page.
- On its launch, “The Entrance” became the most shared online video ad globally (Viral Video Chart)
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